An iconic acquisition

Sweet Squared is a multi-award-winning distributor, marketer and educator of premium professional beauty products, supplying over 24,000 active professionals in the UK and Ireland from its offices in Leeds, Edinburgh, Glasgow and Dublin.

Icon is a distributor of premium professional hair care brands covering the UK and Ireland, supplying professional salons and high street retailers.

The acquisition brings together some of the most highly respected brands and sales and education teams within the professional hair and beauty sector. Annual turnover is expected to increase by £7m as a result.

£7m annual turnover increase is expected

Hamish Morrison and Declan Savage of BHP Corporate Finance acted as lead advisors to Sweet Squared on the acquisition. Hamish Morrison, partner, said: “This acquisition is the perfect fit for Sweet Squared. The transaction brings together two long-established and highly regarded businesses and provides the ideal platform for the continued development of the enlarged group.”

Samuel Sweet, Managing Director of Sweet Squared, commented “Hamish has been a fundamental component of our success story at Sweet Squared. From the first time working with him to secure our start-up funding 10 years ago to recently taking the lead on our acquisition of The Icon Consultancy, Hamish adds immense value with crystal clear understanding of our business, our requirements and our objectives. His ability to navigate complex scenarios and arrive at the best outcome for all parties makes him invaluable and a complete pleasure to work with.”

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